Job Description

The Head of Digital is accountable for end-to-end digital marketing performance across the business, owning performance marketing, paid media, CRM and retention, and the digital brand experience across all markets. This is a senior, hands-on leadership role reporting directly to the CEO, The Head of Digital is expected to work across strategy and execution simultaneously, going in-platform, building briefs, briefing content and creative, running analytical audits, and directly managing agency partners.

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The Head of Digital owns everything that drives customers to the site; paid media, CRM/retention and digital brand content, and partners closely with other stakeholders including Head of Brand and the Head of eCommerce on traffic quality, attribution and campaign-to-site continuity, without stepping into eCommerce's remit.

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Rachel Gilbert is a unique, fashion-led D2C business and this role requires someone who genuinely understands fashion, ecommerce and direct-to-consumer, who has scaled a digital function across international markets before, and who is comfortable rolling up their sleeves rather than operating purely at a strategic level.

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This role would suit someone accustomed to a faced paced, high growth D2C trading environment with a strong strategic skillset backed by technical know how as well as the ability to communicate effectively taking an agile approach to delivering business and commercial requirements.

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Key Responsibilities

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- Own the end-to-end digital marketing strategy, performance marketing, paid media, CRM and retention, and digital brand presence across all current and future markets.
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- Lead the digital strategy for international expansion, drawing on prior experience scaling digital marketing into new markets.
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- Own digital budget and performance targets (CAC/nCAC, ROAS, MER, LTV) directly with the CEO.
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- Own the full-funnel strategy from prospecting and acquisition through to retention and loyalty, balancing new customer growth with lifetime value.
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- Build and present business cases for new digital channels, tools, and test-and-learn initiatives.
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Performance Marketing & Paid Media

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- Brief, direct and manage the day-to-day relationship with the paid media agency going in-platform (Meta, Google, Pinterest, Klaviyo and others) to review, question, and where needed directly review campaign structures to identify optimisation opportunities.
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- Hold ultimate accountability for the internal digital strategy which includes reviewing agency strategic proposals and collaborating on targeting, creative and reporting.
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- Own budget allocation across top, mid and bottom-of-funnel activity, and manage this to defined benchmarks.
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- Build and brief performance marketing campaign briefs, including creative and copy direction, in collaboration with agency and creative partners.
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CRM & Retention Marketing

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- Own CRM and retention strategy end-to-end, with the confidence to personally build, activate and test email and SMS flows and campaigns in Klaviyo.
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- Own segmentation, audience journeys, automation/flow strategy, and personalisation across the CRM program.
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- Own and drive utilisation of CDP platform and other Business Intelligence tools, ensuring first-party data actively informs segmentation, retention targeting and personalisation rather than sitting unused.
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- Balance CRM/retention investment against acquisition spend, working to a clear view of the roles each plays in the funnel.
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Content, Creative & Digital Brand Experience

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- Brief and direct content, copy and creative for digital channels, paid, and CRM, partnering closely with brand and creative teams.
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- Bring a strong, informed point of view on what creative performs across digital channels, and how to use it to build relevant audiences and drive both demand and retention.
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- Ensure the digital brand experience reflects Rachel Gilbert's positioning and a coherent customer journey across acquisition and retention touchpoints.
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Data, Analytics & Reporting

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- Run analytical audits and day-to-day reporting across GA4, Shopify, Supermetrics, Klaviyo and other tools in the digital stack.
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- Own weekly and monthly performance reporting to the CEO and wider leadership team across CAC, MER, LTV, retention and channel performance, distinguishing controllable performance drivers from market conditions.
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- Critically interrogate and validate data and insights to ensure strategic rationale and accuracy.
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- Own and manage all digital agency relationships (media, CRM, and other digital partners), collaborating with partners to agreed strategy, targets and reporting standards.
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- Ensure clear goals an objectives are set with partners and that strategies support the broader business objectives
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- Collaborate with partners to ensure alignment with digital and broader business priorities
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Cross-Functional Collaboration

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- Partner closely with the Head of eCommerce on traffic quality, attribution, campaign-to-site continuity and shared digital revenue targets.
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- Collaborate with Brand & Creative on brand storytelling and the digital content pipeline.
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- Work with Retail as the store footprint grows to understand cross-channel attribution and the online-to-in-store customer path.
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- Partner with Finance on digital budgeting, forecasting and reporting.
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- Operate as a hands-on, individual-contributor leadership role with end-to-end ownership of digital execution.
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- As the function grows, build and lead a digital team (for example, a Senior Digital Marketing Manager and/or Digital Executive), hiring, setting objectives and developing capability over time.
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- Deep, hands-on expertise across paid media platforms (Meta, Google, Pinterest and others) and CRM platforms genuinely confident working in-platform, not only directing agencies.
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- Strong understanding of full-funnel marketing, balancing acquisition metrics (CAC, ROAS) with retention and lifetime value.
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- Confident and rigorous in interrogating strategy, targeting and reporting and asks the right questions rather than taking outputs at face value.
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- Genuine understanding of fashion, ecommerce and D2C, with an instinct for brand and customer journey in a premium/fashion context.
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- Experience scaling or launching digital marketing across international markets.
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- Strong creative instinct, understands what creative works across digital channels and how to use it to build audiences and drive demand and retention.
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- Tech-savvy across the digital and analytics stack: GA4, Shopify, Supermetrics, Klaviyo.
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- Skilled in segmentation, CRM audience journeys and personalisation strategy.
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- Strategically minded, but equally comfortable rolling up sleeves, briefing, building and executing hands-on.
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- Solid collaborator, working effectively across brand, ecommerce, retail and finance.
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Qualifications & Experience

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- 9+ years' experience in senior digital marketing roles, ideally within fashion, apparel or premium/luxury D2C businesses.
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- Proven track record owning performance marketing and CRM end-to-end, including hands-on, in-platform execution.
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- Proven experience managing agencies at a senior level
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- Experience leading digital marketing through international/global market expansion.
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- Hands-on experience with Klaviyo, Meta and Google Ads platforms, GA4, Shopify, Supermetrics, and CDPs.
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- Experience across segmentation, customer journeys and retention/lifecycle marketing.
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- Comfortable operating without a large team in place, hands-on execution capability and multitasking in a fast paced evolving environment is essential to this role.
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This position description reflects the core requirements of the role and may be updated to meet the changing needs of the business.

📌 Head of Digital (New South Wales)
🏢 RACHEL GILBERT
📍 New South Wales